“Search engines often apply a “disabling rule” that inhibits ads with very low clickthrough rates for a given query from being shown. Or they might set a relatively high minimum cost per click for ads that don’t attract much interest from users as a way to discourage advertisers from showing ads that annoy users and deliver few clicks. A high cost per click can easily be consistent with a low cost per impression when clickthrough rates are low.”

So now you know.

More generally it shows that it is usually a mistake to assume that your potential prospects and customers will automatically use certain keyword terms to find information. Investing time, money and effort in really getting to understand how and what your target audiences are talking about should pay dividends further down the line.

PS This is also an excuse to try out the new instant poll feature in WordPress (see above). Vote away!

Why the LinkedIn Insight Tag is a huge free bonus for B2B marketing

Andrew Smith August 8, 2018

The LinkedIn Insight Tag - have you installed it on your website?Have you even heard of it?
If not (and you are involved in any way with B2B marketing or PR), you are denying yourself a lot of insight about LinkedIn members who visit your web property. In fact, any organisation that would like to know more about the type and kind of professional person visiting their site can benefit from the Insight Tag.
So what